NMN expansion: Hong Kong start-up Supernine outlines plans to distribute supplements and coffee in China and Singapore

By Guan Yu Lim

- Last updated on GMT

Supernine is gearing up for a launch on China e-commerce platform, JD ©Supernine
Supernine is gearing up for a launch on China e-commerce platform, JD ©Supernine

Related tags Hong kong NMN NAD+

Hong Kong-based start-up Supernine is planning to distribute its healthy ageing supplements and coffee products containing nicotinamide mononucleotide (NMN) into China and Singapore this year.

Established in April 2021, the firm sells NMN capsules, NMN capsules combined with other ingredients, as well as instant black coffee powder containing NMN.

In the first three months of operation, Supernine has recorded sales of around HK$200,000 (US$25,000). It expects to reach HK$1.3 million (US$167,000) in sales by the end of this year.

In Hong Kong, the products are available on its online store as well as retail store. At the latter, customers can get advice from in-house nutritionists for health advice or nutrition tips.

The company also recently listed on Amazon in the US.

It is now looking to expand into more markets, specifically China and Singapore.

Supernine is currently gearing up for a launch on China e-commerce platform, JD this month.

In Singapore, the firm hopes to launch on e-commerce site Lazada by the end of this year.

NMN on health

NMN is involved in the generation of nicotinamide adenine dinucleotide (NAD+), a molecule that supplies energy to cells and activates a protein, sirtuin, which regulates cellular health resulting in the body feeling energised, active and youthful.

Since NAD+ levels tend to decline with age, NMN helps to restore NAD+ levels, aiding the healthy ageing process.

As we age, it becomes increasingly important to maintain bone and muscle health.

According to Supernine’s influencer specialist, Rebecca Li: “NMN helps maintain bone and muscle health, because as we get older, we lose muscle mass, ultimately leading to osteoporosis and frailty,

NMN helps restore the muscle mass and strengthen bones, and help to combat some of the effects of age related diseases​.”

Other health benefits include support cognitive functions, improves mood and sleep, reduce inflammation, and relieves constipation.

For people involved in sports training, NMN can also speed up recovery and prevent aches​,” Li said.

Supernine’s supplements are marketed to improve sleep, muscle relief, increase performance, and improved focus.

Its NMN coffee is marketed for an energy boost.

The NMN market has been exploding in recent years​, with many companies jumping on the bandwagon. Some of these brands include Doctor’s Best from the US, EZZ from New Zealand, NADaltus from Japan, and GNC in China.

Product portfolio

Currently its best seller is the Snine NMN capsule 15000 (250mg NMN/capsule). It has been third-party tested for 99.5% purity.

It has a Gold series which contains a mixed formula of NMN and other ingredients such as Coenzyme Q10, Grape Seed Extract, Resveratrol, Ginsenoside Rh2 and Rg3, targeting people 50s and above, as well as for the female or male demographic.

For the supplements, Supernine is mainly targeting middle-aged consumers.

If you take it too young, you probably won't feel any different, so you need to be at a place where you're starting to age,

We recommend 35 and above for our capsules, and above 20 years old for our coffee​,” Li said.

Try it out

Supernine also introduced a three-month risk-free plan, which gives consumers 3-months’ worth of Snine NMN capsule 15000 (3 bottles, 60 capsules each). They are encouraged to share their progress once a week on Supernine’s Facebook group.

Once the 3-month course is completed, they are tasked to give an overall view of the product and recycle the empty bottles at its Hong Kong store. Compliance to the above steps would be eligible for a full refund.

A first with AirTag

We offer customisation for the capsules and coffee, where you can design your own personalised coffee jar or capsule storage box. It also has built-in Apple AirTags so you'll never lose your capsules again, which was targeted for the elderly who might forget where they put things​,” Li added.

AirTag is a tracking device developed by Apple to help people find their personal items.

All the products are manufactured in US.


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